Lead Generation 
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Anna Kuser 
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4 min read
Share Leading an emerging healthcare technology company into growth is a tall order. The traditional way of achieving growth would be to pump money into traditional or digital advertising to a large audience, hoping to get a few bites. This takes up a lot of your human and financial resources, without a significant enough return on investment. That’s why we put together this health information technology growth strategy for you.
A novel new marketing and sales method is called Inbound. Inbound involves attracting and nurturing prospects with content based on their interests, goals, and challenges. According to a recent report on the state of Inbound by MIT, 68% of companies say that Inbound strategies have shown exponential growth!
To grow your business, you need to have a clear understanding of who exactly you are targeting. Take time to create Buyer Personas (fictional representations of your ideal customer). What is their job responsibility? What are their goals? What are their challenges? How do they make decisions? Where do they look for information? Getting the answers to these questions will make it easier for you to understand who your audience is.
Your prospects are always looking for information on different subjects. One of the best ways of attracting and engaging them is by regularly publishing different types of content that would interest them. This could anything from blog posts, infographics and short videos to whitepapers, webinars, eBooks and reports. Diversifying your content using health information technology growth strategy will help reach a wider audience and boost your conversion rates. You can ask your marketing team to create an editorial calendar that will help you plan your content on a monthly, weekly or daily basis. This will help you stay focused and consistent. According to Hubspot, B2B marketers that use blogs get 67% more leads than those that do not. That’s the power of health information technology growth strategy.
Optimizing your website for search engines will boost your ranking and make it easier for prospects to find it online. The first step is to find out which keywords or phrases your prospects are using when searching online. Tools such as Google Keyword Planner can come in very handy for keyword research. You can work with your marketing and sales teams to think of keywords that match your buyer personas and use the tools to find related words that people actually search online. Once you have good keyword database, your content creators can insert the keywords in page titles, headers, image names, image alt texts, URLs and website content. Other things that can help with SEO are back linking, external linking, and internal linking.
A call-to-action (CTA) is a text link or clickable button that compels potential customers to take a specific action. This could be buying a product, sharing your content or joining your mailing list. Your web content designers and marketers can use CTAs that provoke enthusiasm in your prospects such as ‘Download the free eBook now‘. An effective CTA should also create a sense of urgency (e.g. ‘Buy today!‘). To make your CTA stand out, your website designers should make the color of the button contrast with the background color of your site.
Getting your content published on well-known and respected sites will establish you as an authority in the healthcare technology industry and attract more traffic to your company’s site. So how do you choose the sites to write for? Look for sites that cover the same subject as yours. If you have a healthcare technology site, it wouldn’t make sense to write a guest post for a fashion site. The sites you write for should also have a strong Domain Authority (DA), a good reputation and active reader engagement. Check the comment section of existing posts to find out if people are sharing the posts or leaving comments. The more engaged the audience, the more impact your guest post will have. Finally, find out if the site you want to write for allows backlinks to your site in the content or author bio. Such backlinks from an authority site will boost your search engine ranking significantly.
It’s not enough to just have great content on your website. The promoting of this content has to be done right to attract traffic. Social media sites such as Facebook, LinkedIn, Instagram, Twitter and Google+ can be very powerful channels for promoting your content. Be sure to share all posts on your company’s site on these platforms. If your followers or fans find the content useful, they might visit your site and share what they found with their connections. This means more brand awareness for your business and higher traffic to your website. According to a recent Social Media Marketing Industry Report, 90% of all marketers indicated that their social media efforts have generated more exposure for their businesses.
Email marketing is a very powerful way of nurturing leads until they convert to customers. All you need to do is offer prospects freemium content like eBooks or reports in exchange for their contact details. Once you’ve built your mailing list, you can then send your subscribers newsletters with helpful content on a regular basis. Offering your list exclusive content will make them feel valued and enhance loyalty. This health information technology growth strategy will help increase the number of sales being closed significantly. A study by McKinsey revealed that email is 40 times more effective at turning leads into new customers than Facebook or Twitter.
All of the steps mentioned above come together to what is known as Inbound Methodology. A handful of companies in various industries have started using this new set of marketing and sales strategies and have seen huge success – and healthcare technology industry is no exception.
We’ve helped many CEOs and Managing Directors implement Inbound into their healthcare technology businesses. Feel free to reserve your free strategy session now. We can help you evaluate your assets and offer valuable insights and recommendations to grow faster!
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